What This Feature Does
The List Analytics feature provides detailed performance insights for each of your email lists, showing you how contacts are engaging with your campaigns, when new subscribers join, and how your list is growing over time. This helps you identify which lists are most engaged and make data-driven decisions about your email marketing strategy.
When and Why You'd Use This
You should check your list analytics when you want to:
Compare list performance to identify your most engaged audiences
Track growth trends and see when you get the most new subscribers
Measure engagement over time to spot declining or improving performance
Evaluate the success of recent imports by comparing new subscriber spikes to engagement
Identify underperforming lists that may need re-engagement campaigns or cleaning
Understand seasonal patterns in subscriber growth and engagement
Make budget decisions by focusing on high-performing lists
How to Access List Analytics
Step 1: Navigate to Your Lists
Click Audience in the top navigation menu
Select Lists from the dropdown
Step 2: Select the List You Want to Analyze
Browse your lists or use the search function to find a specific list
Click on the list name to open it
Step 3: View Analytics
You'll see two tabs at the top:
Overview: Shows individual contact details (names, email addresses, custom fields, subscription dates)
Analytics: Shows performance metrics and engagement data
Click the Analytics tab to view performance insights.
Understanding Your Analytics Dashboard
Date Range Selector
At the top right of the Analytics page, you'll see the current date range (e.g., "10 Jan, 2026 - 9 Feb, 2026").
How to adjust the date range:
Click on the date range selector
Choose from preset options:
Last 7 days
Last 14 days
Last 30 days (most commonly used)
Last 3 months
Last 6 months
Last year
Or select a custom date range by clicking specific dates on the calendar
Important: Analytics data is available for the past 12 months maximum. You cannot view data older than one year.
How "vs last period" comparisons work:
The percentage change shown (e.g., "+100.0% vs last period") compares your selected date range to the equivalent previous period
Example: If you select "Last 30 days" (Jan 10 - Feb 9), the comparison is made against the 30 days before that (Dec 11 - Jan 9)
This helps you quickly see if performance is improving or declining
Key Metrics Explained
1. New Contacts
What it shows: The total number of contacts added to THIS specific list during your selected date range.
What it means:
Higher numbers = your list is growing (through forms, imports, or manual additions)
Lower numbers = slower growth or no recent subscriber acquisition
A sudden spike suggests a bulk import or successful campaign/promotion
Example from screenshot: 272 new contacts with "+100.0% vs last period" means this list doubled in size compared to the previous equivalent period.
2. Unsubscribers
What it shows: The number of people who unsubscribed FROM THIS SPECIFIC LIST during your selected date range.
What it means:
This only counts unsubscribes from this list, not global account unsubscribes
Higher numbers may indicate list fatigue, irrelevant content, or too-frequent sending
Zero unsubscribers (like in the screenshot) is excellent—it means everyone who joined stayed engaged
Healthy benchmark: Aim for an unsubscribe rate under 0.5% per campaign.
3. Open Rate
What it shows: The percentage of recipients who opened emails from campaigns sent to this list during your selected date range.
What it means:
Only tracks campaigns SENT TO THIS LIST specifically
Higher open rates = strong subject lines, good sender reputation, engaged audience
Lower open rates = potential deliverability issues, unengaged audience, or poor subject lines
Healthy benchmarks:
B2C lists: 15-25% open rate is average
B2B lists: 20-30% open rate is average
Below 10%: Your list may need cleaning or your content needs improvement
4. Click Rate
What it shows: The percentage of recipients who clicked links in emails from campaigns sent to this list during your selected date range.
What it means:
Only tracks campaigns SENT TO THIS LIST
Measures how compelling your content and calls-to-action are
Higher click rates = strong content relevance and effective CTAs (no clicks at all—major red flag!)
Healthy benchmarks:
2-5% click rate is average across industries
Below 1%: Your content may not be relevant or engaging enough
Interactive Graphs and Insights
New Contacts Graph
Title: "New Contacts - Daily new subscribers over time"
What you'll see:
A line graph showing the daily count of new contacts added to this list
Hover over any point on the graph to see exact numbers for that date
The graph adjusts based on your selected date range
How to interpret it:
Steady line: Consistent subscriber growth
Spikes: Bulk imports, successful promotions, or viral content
Flat periods: No new subscribers during that time
Gradual upward trend: Healthy, organic growth
Example from screenshot: A massive spike on Feb 7, 2026, showing 1,437 new contacts added in a single day (likely a bulk import).
Engagement Graph
Title: "Engagement - Opens, clicks and sent over time"
What you'll see:
A multi-line graph tracking three metrics simultaneously:
Sent (beige/light yellow line): Number of emails sent to this list each day
Opens (yellow line): Number of email opens each day
Clicks (dark yellow/gold line): Number of link clicks each day
Hover over any point to see exact numbers for that date
How to interpret it:
High sent + high opens/clicks: Engaged, active audience
High sent + low opens/clicks: Deliverability issues or disengaged audience
Spikes in opens/clicks: Particularly compelling campaign or subject line
Flat periods: No campaigns sent to this list during that time
Example from screenshot: On Feb 8, 2026:
Sent: 483 emails
Opens: 26 (about 5.4% open rate—low but depends on industry)
Clicks: 3 (about 0.6% click rate—very low, content may need improvement)
Pro tip: Compare the "sent" peaks to "opens" peaks. If there's a delay, subscribers might be opening emails hours or days later—consider sending at different times.
How to Edit List Settings
While viewing your list analytics, you can also modify list settings that affect how new subscribers are handled.
To edit list settings:
Click the Edit List button (yellow button at the top right)
A modal will open with three main sections
List Name
Change the name of your list at any time
Choose clear, descriptive names (e.g., "Blog Subscribers," "Webinar Attendees," "VIP Customers")
This name is only visible to you—subscribers won't see it
Thank You Email Setting
Option: "Send automated thank you e-mail once user has subscribed to this list"
What it does:
When enabled, SendX automatically sends a welcome/thank you email to anyone who joins this list
Applies to ALL future subscribers (via forms, imports, API, or manual additions)
Does NOT send to contacts already on the list—only new additions moving forward
How to set it up:
Check the box to enable this feature
Additional fields will appear:
Who is this from?: Select your verified sender name/email (appears in "From" field)
Subject: Write your email subject line (supports personalization like {{.FirstName}})
Email body: Design your thank you email using the visual editor
Customize the template with:
Your branding
Personalization tokens ({{.FirstName}}, {{.Email}}, etc.)
Links to your website, social media, or best content
Clear expectations about email frequency
Example template (from screenshot):
Hi {{.FirstName}}, Thanks for subscribing to SendX! We are really happy to have you onboard :) Cheers, Team SendXBest practices:
Keep it short, friendly, and welcoming
Set expectations about what subscribers will receive
Include a call-to-action (e.g., "Check out our getting started guide")
Always include an unsubscribe link (SendX adds this automatically)
Advanced Setting: List Type
Options:
Single Opt-in (default)
Double Opt-in
What's the difference?
Single Opt-in | Double Opt-in |
Contact is immediately added and marked "confirmed." | Contact receives a confirmation email first |
Can receive campaigns right away | Must click confirmation link before being marked "confirmed." |
Faster list growth | Slower list growth but higher quality |
Risk of fake/invalid emails | Ensures valid, engaged subscribers |
When to use each:
Choose Single Opt-in if:
You're importing existing subscribers who already opted in elsewhere
Speed of list growth is more important than quality
You have high confidence in your subscriber source
You're running paid ads and want to minimize friction
Choose Double Opt-in if:
You want the highest quality, most engaged list possible
Compliance is critical (GDPR encourages double opt-in)
You're concerned about spam complaints or fake signups
You want to protect sender reputation
What Happens When You Change List Type
Changing from Single Opt-in → Double Opt-in:
Existing contacts: All past contacts remain marked as "confirmed"—they're not affected
Future contacts: New subscribers must confirm via email before they're fully subscribed
No disruption to current subscribers
Changing from Double Opt-in → Single Opt-in:
Existing contacts: No change
Future contacts: Immediately confirmed upon signup (no confirmation email sent)
No issues or complications
Important: Once you save your changes, click the yellow Save List button at the bottom right.
Common Questions and Troubleshooting
Q: Why do my open and click rates seem low?
A: Low engagement can happen for several reasons:
Deliverability issues:
Emails landing in spam folders (check your sender reputation)
Using a free email domain (@gmail.com, @yahoo.com) instead of your business domain
Sending too frequently or to unengaged contacts
Content issues:
Weak subject lines that don't entice opens
Content not relevant to this specific list
Lack of clear calls-to-action for clicks
List quality:
Old, imported lists with outdated or unengaged contacts
Purchased or scraped email lists (never do this!)
Solution:
Run a re-engagement campaign for inactive subscribers
Clean your list by removing contacts who haven't opened in 6+ months
A/B test subject lines to improve open rates
Ensure your content matches what subscribers signed up for
Q: I see a huge spike in new contacts but engagement hasn't increased. What's wrong?
A: This is very common after bulk imports. Here's what's likely happening:
You imported a large list of contacts (hence the spike)
But you haven't sent any campaigns to this list yet (so engagement is still flat)
Or the imported contacts are low-quality (old, unengaged, purchased lists)
What to do:
Wait 1-2 weeks after the import spike
Send a re-introduction campaign to the new contacts
Check the Engagement graph after your campaign—you should see opens and clicks spike
If engagement remains flat, consider whether these contacts actually want to hear from you
Q: Can I compare multiple lists side-by-side?
A: No, SendX Analytics is currently per-list only. You cannot view multiple lists' analytics in a single dashboard.
Workaround:
Open each list in separate browser tabs
Manually compare key metrics (open rates, click rates, growth)
Keep a spreadsheet to track performance across lists over time
Q: Can I export this analytics data to Excel or CSV?
A: Not directly from the Analytics page. However, you can export contact-level data:
To export list contacts:
Create a segment that includes all contacts from this list
Go to Audience → Segments → Create Segment
Set condition: "Is in list" → Select your list
Export the segment to CSV
Analyze contact-level data in Excel
Note: This exports contact details, not aggregate analytics like open/click rates over time.
Q: The graphs don't show today's data. When do analytics update?
A: Analytics update as quickly as possible, typically within a few hours. However:
Campaign sends may take time to fully deliver (especially large campaigns)
Opens and clicks are tracked in real-time as they occur
New contacts appear immediately after import or signup
If you're checking analytics right after sending a campaign, give it 2-4 hours for most activity to register.
Q: What date range should I use to evaluate list performance?
A: It depends on your goal:
For ongoing list health:
Use Last 30 days as your default view
This gives you a complete picture of recent performance without too much noise
For seasonal trends:
Use Last 6 months or Last year
Compare performance during holidays, product launches, or key business periods
For campaign post-mortems:
Use a custom date range that matches exactly when you sent specific campaigns
This isolates the impact of those campaigns
For import analysis:
Use Last 7 days or Last 14 days after a bulk import
See how quickly new subscribers engage
Q: My unsubscribe count is zero, but I know people unsubscribed. Why?
A: Remember that the Unsubscribers metric only counts people who unsubscribed from this specific list, not global unsubscribes from your account.
How SendX handles unsubscribes:
If someone unsubscribes from a campaign sent to "List A," they're only removed from List A
They may still be on "List B" and will receive campaigns sent to List B
Global unsubscribes (unsubscribing from all emails) are tracked separately
To see global unsubscribes:
Go to Audience → Segments
Create a segment with condition: "Subscription Status = Unsubscribed"
This shows all globally unsubscribed contacts across your account
Q: I changed my list type to Double Opt-in, but nothing happened to existing contacts. Is this a bug?
A: No, this is intentional and correct behavior:
Changing to Double Opt-in only affects future subscribers
Existing contacts remain "confirmed" because they already opted in under the previous system
This prevents disruption to your current subscribers
If you want to re-confirm all existing contacts (a "re-permission campaign"), you'd need to:
Send a re-engagement campaign asking them to confirm interest
Manually remove those who don't respond
Consider this carefully—it will significantly shrink your list
Q: How do I know if a list is worth keeping?
A: Ask yourself these questions:
List health indicators:
✅ Open rate above 15%
✅ Click rate above 1%
✅ Growing new contacts month-over-month
✅ Low unsubscribe rate (under 0.5% per campaign)
Red flags:
❌ Open rate below 5%
❌ Zero clicks on recent campaigns
❌ No new contacts in months
❌ High unsubscribe rate (over 1% per campaign)
Action steps for underperforming lists:
Send a re-engagement campaign ("Are you still interested in hearing from us?")
Remove non-responders after 2-3 attempts
Merge the remaining engaged contacts into a more relevant list
Delete the list if it's consistently underperforming and can't be salvaged
Remember: A smaller, engaged list always performs better (and costs less!) than a large, unengaged one.
Analytics Best Practices
1. Check Analytics Regularly
Review your top-performing lists weekly
Check all lists at least monthly
Set calendar reminders to maintain consistency
2. Compare Period-Over-Period
Always use the "vs last period" metric to spot trends
Look for:
Declining engagement (time for a re-engagement campaign)
Improved performance (double down on what's working)
Sudden changes (investigate the cause)
3. Track List Growth vs. Engagement
Growing contacts but flat engagement = list quality issue
Shrinking contacts but high engagement = healthy list pruning
Both growing = ideal scenario!
4. Use Analytics to Segment Further
Identify highly engaged subscribers (high open/click rates) → Create a VIP segment
Find unengaged contacts → Create re-engagement or suppression segments
Spot new subscribers → Create a "Welcome Series" segment
5. Document Campaigns
When you see spikes in engagement, note which campaign caused it
Replicate successful strategies in future campaigns
Learn from low-engagement campaigns and adjust
Quick Reference: What Each Metric Tells You
Metric | What It Measures | Healthy Range | Red Flag |
New Contacts | List growth rate | Steady or increasing | Months with zero growth |
Unsubscribers | List attrition | Under 0.5% per send | Over 1% per send |
Open Rate | Subject line + deliverability | 15-30% | Below 10% |
Click Rate | Content relevance + CTAs | 2-5% | Below 1% |
Need Help?
If you're struggling to interpret your analytics or need help improving list performance, contact SendX Support for personalized guidance. They can help you:
Diagnose deliverability issues
Suggest re-engagement strategies
Optimize list settings for your use case
Troubleshoot unexpected analytics patterns
Pro Tip: Bookmark your top-performing lists' analytics pages for quick access. Use them as benchmarks when evaluating new lists or campaigns!